Can you sketch a hamburger?

Including a UX designer can prevent assumptions from turning into expensive misunderstandings.

It never ceases to amaze me how differently developers and designers can look at the world. If I were to ask a developer to design my house, I’m fairly certain he or she would show me a blueprint where the toilet is in the living room facing the TV wall. Because, you know, it’s practical. (This is actually inspired by a similar conversation I had with my dad, one of the most right-brained people I ever knew.)

In the following scenario, a “person in charge” asks a team of “builders” to make something. This could be applied across many different domains, where the person in charge could be a business sponsor, a product owner, a CTO, or simply the shop owner, and -in most cases- the one who signs the check. The “UX Designer” in the story could be a full-time staff designer, a UX contractor or consultant, or a front-end developer who just happens to know how to draw and has an instinct for asking certain kinds of questions at certain points in time.

For the sake of simplicity, this story features a Business Partner, a Developer Lead, and a UX designer. But at the end of the day, it’s all the same: Person A with the checkbook enlists Person B to make something Person A can’t build by themselves. Person C is the wild card, embodying the cautionary voice from the front part of our brains that governs future thinking and self-gratification. Ideally, Person C hows to draw, and if you’re really lucky, possesses the diplomatic skills needed to keep Person A and Person B from screaming at each other once the sketches reveal how far apart they are in their ideas about what can be built for the budget.

My preferred method of illustrating the value of having someone who is part sketch artist/part Oprah Winfrey in your crew is to give you two version of the same story, one without Person C and one with. I don’t get into reasons for why the person in charge is asking for hamburger in the first place (is it for him to eat? To feed others with? To take pictures of? To use as a pitch to investors in the hopes of opening a burger chain?) because doing so takes us into the realm of product strategy, which is a whole other topic. No. Here, it’s just about the difference it makes when you have someone on your team who -at the very least- is going to reduce the risks that come with making assumptions. This is not some insignificant thing. In some companies, the losses incurred from mistaken assumptions can run into millions and sometimes billions of dollars.

Version 1
A task is given, without UX representation at the table

A business partner is talking to a handful of product managers and developers. “Guys, I have a task for you. I want you to make me a hamburger,” he says. “The budget is this much, and the deadline is this date.”

Nods all around. Notes are typed.

“Any questions?” he asks.

Glances are exchanged, shoulders are shrugged. "Sounds pretty straightforward,” says the Dev lead. “A hamburger, for this much, by this date. Let's get to work!"

"Great!" says the business partner, relieved. "I'll see you in a few months." Lively handshakes all around, and the conference room empties out.

6 weeks later…

The team reconvenes, and the air is crackling with excitement. The business partner eagerly begins. "So, guys, I can't wait to see it! What have you got? Let's see my hamburger!"

The beaming developer lead steps forward and places a covered dish on the conference room table with deference. After a dramatic pause, he lifts the cover to reveal...

Silence.

What’s that?" the partner asks uneasily.

The dev lead stares back, thrown off by the partner's reaction. "The hamburger."

"Wait a minute, I don't understand." The business partner is puzzled.

Inside the dev lead’s head, an alarm has been triggered. Something is dreadfully wrong. Maybe if he maintains a cheerful composure, the problem will fix itself. "What’s not to understand? You asked us to make you a hamburger. Here it is.”

The business partner sputters. "Guys, are you serious? This isn't what I need. When I asked you for a hamburger, I meant-" he struggles to find the words that would brook no possible argument "-you know, a hamburger! You know? With a bun? And lettuce and cheese and...?” He gestures helplessly. “What the hell am I supposed to do with a frozen meat patty?"

"What? Is that what you wanted? You didn't say anything about cooked!" The developer lead is now equally upset. "I never heard “bun” or “cheese” or whatever. You asked for hamburger. That,” he points at the plate, "is a hamburger." After a pause, he irritably adds, "We worked hard on it, too."

"Yeah, that's something else," flares the business partner. "You spent weeks on this? Doing what? To make what?" Now it is his turn to point at the pink blob. "I could have done that myself! Why would I need to pay someone to give me that?"

The developer lead crosses his arms defiantly. He repeats slowly and carefully: "Listen. You asked us for a hamburger, and we’ve given you a hamburger. If you had something else in mind, you should have told us. We’re not mind readers.”

They are both justified in their outrage.

Version 2
The same story, but with UX at the table

A business partner is talking with a team of developers, plus a person in the he doesn’t recognize. “Guys,” he says, planting his hands emphatically on the table, “here’s my task for you. I want you to make me a hamburger,” he says. “The budget is this much, and the deadline is this date.”

Nods all around. Notes are scribbled.

“Any questions?” he asks.

"Nope," says the developer lead. "Sounds pretty pretty straightfoward. I’m pretty sure we can handle a hamburger. Right, guys?" There is a smattering of chuckles. Feeling pleased with the simplicity of this exchange, the business partner and the developer lead move to end the meeting. But a voice interrupts.

“Excuse me. I’ve got a couple questions,” says the newcomer at the table. Her hand is raised.

Now all eyes are on the stranger. A ripple of curious trepidation flickers through the air. "I’m sorry, have we met?" demands the business partner. ​

The newcomer lead lowers her hand and leans slowly forward. "No, I don’t think we have. I’m the UX designer for this team."

"A 'UX designer'?" snorts the business partner. "Wait a minute. What is U-X?" He exchanges an annoyed glance with others who really just want to get back to their desks.

"U-X stands for 'User Experience'," replies the newcomer.

"Oh, gawd." The business lead rolls his eyes. "User Experience?"

"Yep. In this case, a UX designer is someone who's going to make sure you get a hamburger when you say you want a hamburger, but who will also make sure you don't nail him" - she points towards the developer lead- "to the wall because you didn't tell him what kind of hamburger you wanted."

"Nail him to the wall? Oh please." the business partner scoffs. He turns to the developer lead. "I would never do that. I love this guy. He totally gets what I'm asking for. Right?"

The developer nods with shared amusement. "Of course."

"Listen," continues the business partner airily, "I really appreciate your 'user experience' interest in helping us out, but I think we've got it covered."

"Really? You do?" The UX designer closes her notebook and looks at the Dev lead. "You mean, you got his hamburger all figured out, just based on that one conversation? Wow, you guys sure are lucky." She stands up. "Well, I guess if you've got it covered, I'll just say thanks for letting me sit in. I look forward to seeing this hamburger, I'm sure it will be awesome. I love hamburgers, myself."

The business partner and developer lead wait impatiently.

She stands up. "Yeah, nothing like a beautiful, medium-rare burger with cheddar. Rare is good too," she adds, "but I hate it when the bread gets too soaked because of all the juice. I'm just curious – are you going with medium rare, or are you avoiding the mess thing altogether by going well-done? …Ew." Her brow furrows with distaste at the thought.

The business lead declares flatly, "Of course not. If I wanted a well-done burger, I’d eat some cardboard. We just wouldn't do that. Right?" He glances at the developer lead for backup. But to his surprise, the developer lead is eyeing him critically. ​

"Right? We're doing medium-rare? I figured that was a given." He looks uneasily at the developer lead, expecting a return nod which never materializes.

"You never said the hamburger should be cooked."

"Not cooked?" The business partner is shocked. "Why on earth would I not want it cooked?" His eyes dart confusedly towards the UX lead, then back to the developer. "That's silly. Of course I want it cooked." Then as the thought hits him, he laughs. "What do you think I want, a frozen meat patty?"

The developer lead remains stonily silent.

The UX designer senses the sudden awkwardness, and speaks up. "Hey, there's a lot of room for interpretation when you say 'hamburger'. But this is exactly my point. To be completely fair, I don't think you said you wanted your hamburger cooked. Or maybe you did, and I just missed it?"

"Well, no," admits the business lead. The developer lead's expression relaxes with a hint of triumph.

"I'll tell you what," the UX designer offers suddenly. "It just so happens I like to draw. What if I made a quick sketch of what I think you're asking for? Then you guys could see if you agree."

The developer lead asks uncertainly, "How long would that take? We have to start building something today. Our guys are sitting around doing nothing."

"Not long at all," says the UX designer, opening her notebook. She does a couple of quick scribbles. "See, I'm almost done." After adding some dots here and some hatch marks there, she slides the sketch across the table. The business and developer leads lean forward to look at it.

The business partner is nods his head excitedly. "Yeah, that's it. That's what I want." But the developer lead sits back slowly, shaking his head. ​

"What? What's wrong?" demands the business partner.

"This," the developer starts slowly, "is not just a hamburger. This is a very big project. That is lettuce and tomato, yes?" he asks the UX lead, who nods. "And this-" he points to a piece of the sketch, "this is cheese?"

The business lead looks annoyed to be asked such a question. "Of course it’s cheese. A burger should have cheese."

"You didn’t say a cheeseburger, you said a hamburger," the developer enunciates carefully. He goes on, pointing at each scribbled line on the sketch. "And this bun. I see dots. Are those supposed to be sesame seeds?" More nods. "So let me get this straight. You want a cooked burger patty on a sesame seed bun with and cheese and lettuce and tomato?”

"Maybe onions?" tests the UX lead experimentally.

"Eh, I could go either way on the onions," says the business lead. "My wife hates it when I eat onions. Anyway, yes, that’s what I want. Geez, I didn’t realize I needed to be that specific."

For the next few minutes, the business lead, the dev lead, and the UX designer go back and forth over details, then sign off on the design.

6 weeks later….

The group reconvenes. The dev lead brings a covered dish to the table and sets it down in front of the business partner. There is an air of excitement amongst everyone present.

The business partner is restless. “Is that my burger? I smell something good.”

The dev lead smiles and lifts the lid off the dish. On the platter sits a juicy burger on a bun with cheddar, dripping and hot. Lettuce and tomato glisten.

“As we discussed, we had to sacrifice the sesame seeds, there just wasn’t enough room in the budget. But we’ve added those to Phase 2,” says the dev lead.

“You nailed it!” beams the business partner. “That’s exactly what I was shooting for.” He picks up the burger and takes a big bite. Juice dribbles through his fingers. “Cooked perfectly. This was worth every penny. Great job, team.”

The dev lead looks at the UX designer and smiles. “Thank you,” he says softly. “I think your little ‘sketch’ helped quite a bit.” He motions towards the business partner who is busy trying to find napkins. “We have another meeting next week, about chicken salad. I think you need to be there.”